Project Management Model Applying Agile, Design Thinking and Lean Methodologies for the Improvement of Customer Service in an Insurance Brokerage SME

Abstract

The following article is based on the approach of a project management model that aims to solve business problems from an innovative perspective, based on consumers' needs. This model is based on integrating Design Thinking, Agile and Lean methodologies. The case of a brokerage insurance Peruvian company was analyzed, which perceived various drawbacks around the customer service area. This article recognizes the most appropriate improvement for the case studied, by following the steps of the adapted management model; starting with the traditional stages of Design Thinking to make a precise diagnosis of the situation and with this information, improvement proposals that solve what has been identified are established. Subsequently, the most appropriate improvement is selected under objective criteria, and sprints that allow making good use of Agile are organized to develop the specific execution using a sequence of steps according to the PDCA cycle, a characteristic technique of Lean where the goal is to ensure a constant reevaluation of processes. After the results obtained from the simulation of the studied process, an increase in attention span of 88% was obtained, which allows us to calculate a significant economic benefit in the company that would represent 29.25% of the revenues achieved in 2021. In conclusion, it's possible to validate the proposed model, verifying its original properties of adaptability and replicability without limit of scenarios regarding the sector, area, or company size due to the great synergy existing between the three innovative methodologies unified for the development of the proposed model.